BioFach Japan sets new records for exhibitors and visitors

Thoroughly satisfied faces on the last day of the exhibition: The 6th BioFach Japan ended on 23 September with new records. The growing interest of the Japanese trade in organic products was reflected in a new record number of visitors. 16,346 trade visitors attended the three-day event according to the official count, a rise of some 20 % over the previous year. The trade fair for organic food, natural cosmetics and natural products also set a new record for exhibitors with 189 companies, a growth of 13 %.

Picture: Entrance of BioFach Japan 2006

Here the interest of companies from abroad was especially large with a share of 54.5 %. The largest group from abroad exhibited in the official pavilion of the Federal Republic of Germany, where 32 companies presented their products.

The internationalization of BioFach Japan was clear: Besides the record number of German exhibitors, Australia provided the second-largest group with 22 exhibitors. Italy, Brazil and the Loire region in France also participated with a pavilion. There were altogether 21 countries at the event. The host country provided 86 exhibitors. On the first two days of the exhibition, which were reserved for visitors from the trade, over 11,000 visitors streamed into the Tokyo Big Sight exhibition centre to examine the products, obtain advice and hold sales talks.

The exhibiting companies were pleased with the high frequency of visits and the expertise of the visitors. Veronica Collins from the Irish vegetable exporter Anu Organics put it this way: “BioFach Japan was very well organized and extremely professional. We are thoroughly satisfied with the response we received from Japanese importers and with the lively interest of traders from Hong Kong and Taiwan.” The verdict of a representative from the Spanish wine and drinks trader EHD Explotaciones Hermanos Delgado SL agrees with the statement of his exhibitor colleague on the success of BioFach Japan and specified the result of the three days of the exhibition: “We were very busy receiving all the competent visitors on our stand and are returning home with inquiries from around 30 companies.”

Especially worthy of mention is the fantastic mood during BioFach Japan. The representative from EHD, for example, praised the Japanese trade visitors: “The business people showed a high degree of acceptance of organic products and they are respectful negotiating partners.” Despite the large crowds, the stand operators devoted their attention exclusively to the interested visitors. In return, the buyers and traders were pleased to obtain comprehensive information about the products. As last year, the focus was on products from natural cosmetics companies, but also on products from natural product manufacturers. There were eight producers of real natural cosmetics and six companies with natural toys and natural textiles in the German pavilion alone. German specialities like sauerkraut and rye bread are also just as much in demand in Japan. The première of the German soya product manufacturer Viana at BioFach Japan was also successful. Matthias Boller enthuses about the “all-round support before the exhibition, the perfect organization and the wonderful mood at the event.”

In general, food safety is an issue in Japan that could turn out to be a success factor for organic companies. It is, however, a substantial effort for foreign companies to tackle all the official conditions and regulations and gain a foothold in the Japanese market. Over 40 Japanese and four foreign certification organizations award the so-called JAS label (Japan Agricultural Standard). International companies are therefore advised to look for a Japanese partner. Almost all German companies represented at BioFach Japan have already decided on this way. In addition, a free service at BioFach Japan helped exhibitors this year. Nürnberg Global Fairs offered a match-making programme for the first time: The initial contact between exhibitors and selected importers or traders was set up with the aid of the Japanese partner. “We want to match suppliers willing to export with the right customers and so offer effective assistance for newcomers to the market,” says Frank Venjakob from Nürnberg Global Fairs. The free match-making service, for which companies normally pay a lot of money, was a complete success.

Good prospects for exhibitors’ follow-up business and development of business contacts until the next BioFach Japan, whose date is already fixed: the 7th BioFach Japan will take place in the Tokyo Big Sight exhibition centre from 10-12 October 2007.

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